What is advertising?
Is it something to be regarded as a work of beauty or art? Is it clever slogans or amusing prose? Is it workmanship to be judged for an award or recognition?
ClickBank is a global internet retailer and affiliate marketplace. ClickBank was founded in 1998 and is privately-held. The company has more than six-million clients worldwide which secured it in becoming the 87th largest Internet retailer in North America.
Why is good copywriting so effective in turning website visitors into buyers?
The reason is that there are techniques copywriters know and use to elicit an emotional response from their readers.
This is why businesses pay good copywriters so much for their services.
In this short 39 page guide, you are about to discover the secrets behind the world's greatest marketing copy and persuasive sales letters.
By the end of the guide, you'll be able to put these secrets to work for yourself - so that you, too, can craft and assemble better copy for your business - "copy that converts."
As the Prince Of Print himself, the great Gary Halbert once said, "The Written Word Is the Strongest Source of Power in The Entire Universe."
ClickBank copywriting secrets part one. Inside this
eBook, you will discover the topics about why the top is the most
important aspect, writing a powerful headline, understanding the
psychology of headlines, headlines examples and headline swipes
you can use.
What is advertising?
Is it something to be regarded as a work of beauty or art? Is it clever slogans or amusing prose? Is it workmanship to be judged for an award or recognition?
ClickBank is a global internet retailer and affiliate marketplace. ClickBank was founded in 1998 and is privately-held. The company has more than six-million clients worldwide which secured it in becoming the 87th largest Internet retailer in North America.
Why is good copywriting so effective in turning website visitors into buyers?
The reason is that there are techniques copywriters know and use to elicit an emotional response from their readers.
This is why businesses pay good copywriters so much for their services.
In this short 39 page guide, you are about to discover the secrets behind the world's greatest marketing copy and persuasive sales letters.
By the end of the guide, you'll be able to put these secrets to work for yourself - so that you, too, can craft and assemble better copy for your business - "copy that converts."
As the Prince Of Print himself, the great Gary Halbert once said, "The Written Word Is the Strongest Source of Power in The Entire Universe."
ClickBank copywriting secrets part one. Inside this
eBook, you will discover the topics about why the top is the most
important aspect, writing a powerful headline, understanding the
psychology of headlines, headlines examples and headline swipes
you can use.
Copywriting Guide - Why Copywriting MattersIlya Bilbao
You may ask this:
1 do copywriting
2 do it yourself copywriting
3 do's and don'ts of copywriting
4 how can i get into copywriting
5 how do i get into copywriting
6 how do i learn copywriting
7 how do you spell copywriting
8 how much can you make copywriting
9 how much does copywriting cost
10 how much freelance copywriting
11 how much should i charge for copywriting
12 how much should i pay for copywriting
13 how much to charge for copywriting
14 how much to charge for copywriting a website
15 how to break into copywriting
16 how to build a copywriting portfolio
17 how to do copywriting
18 how to do copywriting in advertising
19 how to do freelance copywriting
20 how to do seo copywriting
21 how to get a copywriting job
22 how to get copywriting experience
23 how to get into copywriting
24 how to improve copywriting skills
25 how to learn copywriting
26 how to start a copywriting business
27 how to start copywriting
28 should i do copywriting
29 what do you mean by copywriting
30 what is copywriting example
31 what is copywriting in advertising
32 what is copywriting job
33 what is copywriting skills
34 what is creative copywriting
35 what is direct response copywriting
36 what is freelance copywriting
37 what is seo copywriting
38 what is web copywriting
39 what is website copywriting
40 what should a copywriting portfolio look like
41 what should i charge for copywriting
42 where to find copywriting clients
43 where to find copywriting jobs
44 where to get copywriting jobs
45 where to learn copywriting
46 where to start copywriting
47 where to study copywriting
48 why copywriting
49 why copywriting is important in an advertisement
50 why copywriting matters
51 why is copywriting bad
52 why is copywriting important
53 why is it called copywriting
54 why learn copywriting
Buy Button or Back Button: How Website Writing Can Engage – or Deter – CustomersTom Tortorici
Good web design is really important, but it's the writing determines whether people looks closer, or look elsewhere. Explore 13 interesting insights that help you truly connect with readers.
ClickBank copywriting secrets part one. Inside this
eBook, you will discover the topics about why the top is the most
important aspect, writing a powerful headline, understanding the
psychology of headlines, headlines examples and headline swipes
you can use.
Writing good copy entails being able to sell your reader just about anything by demonstrating it’s real benefits and utilizing key strategies in your material.
The most beneficial way to do that is to follow some different rules that are an awesome way to better your chances of selling your product. Being persuasive is your most beneficial skill when writing copy, and that's accented most by your power to showcase the advantages of whatever you're selling.
********************************************************************
THE KEY WITH CLICK AND BANK IS EVERYTHING IS AS SIMPLE AS IT POSSIBLY COULD BE ABSOLUTELY EVERYTHING IS DONE FOR YOU
It includes high-quality content that your customers will love and come to your site every day. Also, It comes along with DFY monetization methods. You can start to get your business on the race just by one click.
Find Out More
https://www.facebook.com/makemoneyboss.xyz
https://bit.ly/2y9UYfl
Dunkin Donuts
My name
Institution
Course
Instructor
Date
Introduction
Consumer Reference
Feasibility Test
Market Scope
Testing and Customer Acceptance
Staffing
Roll Out Plan
CUSTOMER PREFERENCE
Market research and analysis
Competitor strategies
There is need to do market analysis so as to understand further what the customers want. Without market research, products and services offered will be null and void. Market research will also help understand what kind of product the customer and it is not being offered by competitors. It helps the business understand the strategies of competitors. The business will find ways of outperforming competitors based on what the customers prefer.
3
FEASIBILITY TEST
Costs of starting the business
Profit projections
It is important to perform a feasibility test so to find out how much the business will cost. This the point that determines whether it is worth investing in the business. This where a forecast will be made to see projections. How long will it take the business to realize profits.
4
MARKET SCOPE
Customers explore new brands
Implement new technologies
Make informed decisions
Undertaking market scope is to find the rational consumers who are keen on trying to explore new brands in the market. This phase helps in implementing new techniques of how to to do business. It will assist the company in making informed decisions hence reducing customer loss. It enables the company to meet customer demands effectively. Satisfied customers will ensure that the business keep growing.
5
CUSTOMER ACCEPTANCE
The ultimate goal for every study is to answer key questions and provide up-to-date and reliable information to support the client’s strategic business planning.
Pricing strategies
The best way for a business to penetrate the market is if the customers accept the products and services that are being offered by the business. Here the business will set prices that are favorable to the customers. Not too high to push away consumers and not too low to avoid making losses.
6
DUNKIN’S STAFFING
Employ qualified employees
Employees who share the visions of the business
Clearly state roles of each employee
Services will not perform themselves. A business needs employees to attend to customers. A business needs qualified employees who relate easily to customers and work faster to meet the requests of customers. Good employees will the reason customers keep coming to buy from the business. If the area is full youths, the business needs youths who can easily understand the demands of customers.
7
ROLL OUT
Identify your niche and make sure the uniqueness of your product stands out.
Brand the product well in order to attract new customers as well.
Perform a SWOT analysis and monitor your products’ life cycle.
After all factors have been considered and observed, it is time to roll out the business. The best to win customers when the business becomes operational is to .
http://dexterpaglinawan.com | This is a preview of the upcoming book #1 of the SELLMORE series by Dexter Paglinawan. This book is going to be released for free. Now, it's time to enhance your marketing and advertising. For updates, please visit http://facebook.com/TheSecretLifeOfDex
Copywriting Guide - Why Copywriting MattersIlya Bilbao
You may ask this:
1 do copywriting
2 do it yourself copywriting
3 do's and don'ts of copywriting
4 how can i get into copywriting
5 how do i get into copywriting
6 how do i learn copywriting
7 how do you spell copywriting
8 how much can you make copywriting
9 how much does copywriting cost
10 how much freelance copywriting
11 how much should i charge for copywriting
12 how much should i pay for copywriting
13 how much to charge for copywriting
14 how much to charge for copywriting a website
15 how to break into copywriting
16 how to build a copywriting portfolio
17 how to do copywriting
18 how to do copywriting in advertising
19 how to do freelance copywriting
20 how to do seo copywriting
21 how to get a copywriting job
22 how to get copywriting experience
23 how to get into copywriting
24 how to improve copywriting skills
25 how to learn copywriting
26 how to start a copywriting business
27 how to start copywriting
28 should i do copywriting
29 what do you mean by copywriting
30 what is copywriting example
31 what is copywriting in advertising
32 what is copywriting job
33 what is copywriting skills
34 what is creative copywriting
35 what is direct response copywriting
36 what is freelance copywriting
37 what is seo copywriting
38 what is web copywriting
39 what is website copywriting
40 what should a copywriting portfolio look like
41 what should i charge for copywriting
42 where to find copywriting clients
43 where to find copywriting jobs
44 where to get copywriting jobs
45 where to learn copywriting
46 where to start copywriting
47 where to study copywriting
48 why copywriting
49 why copywriting is important in an advertisement
50 why copywriting matters
51 why is copywriting bad
52 why is copywriting important
53 why is it called copywriting
54 why learn copywriting
Buy Button or Back Button: How Website Writing Can Engage – or Deter – CustomersTom Tortorici
Good web design is really important, but it's the writing determines whether people looks closer, or look elsewhere. Explore 13 interesting insights that help you truly connect with readers.
ClickBank copywriting secrets part one. Inside this
eBook, you will discover the topics about why the top is the most
important aspect, writing a powerful headline, understanding the
psychology of headlines, headlines examples and headline swipes
you can use.
Writing good copy entails being able to sell your reader just about anything by demonstrating it’s real benefits and utilizing key strategies in your material.
The most beneficial way to do that is to follow some different rules that are an awesome way to better your chances of selling your product. Being persuasive is your most beneficial skill when writing copy, and that's accented most by your power to showcase the advantages of whatever you're selling.
********************************************************************
THE KEY WITH CLICK AND BANK IS EVERYTHING IS AS SIMPLE AS IT POSSIBLY COULD BE ABSOLUTELY EVERYTHING IS DONE FOR YOU
It includes high-quality content that your customers will love and come to your site every day. Also, It comes along with DFY monetization methods. You can start to get your business on the race just by one click.
Find Out More
https://www.facebook.com/makemoneyboss.xyz
https://bit.ly/2y9UYfl
Dunkin Donuts
My name
Institution
Course
Instructor
Date
Introduction
Consumer Reference
Feasibility Test
Market Scope
Testing and Customer Acceptance
Staffing
Roll Out Plan
CUSTOMER PREFERENCE
Market research and analysis
Competitor strategies
There is need to do market analysis so as to understand further what the customers want. Without market research, products and services offered will be null and void. Market research will also help understand what kind of product the customer and it is not being offered by competitors. It helps the business understand the strategies of competitors. The business will find ways of outperforming competitors based on what the customers prefer.
3
FEASIBILITY TEST
Costs of starting the business
Profit projections
It is important to perform a feasibility test so to find out how much the business will cost. This the point that determines whether it is worth investing in the business. This where a forecast will be made to see projections. How long will it take the business to realize profits.
4
MARKET SCOPE
Customers explore new brands
Implement new technologies
Make informed decisions
Undertaking market scope is to find the rational consumers who are keen on trying to explore new brands in the market. This phase helps in implementing new techniques of how to to do business. It will assist the company in making informed decisions hence reducing customer loss. It enables the company to meet customer demands effectively. Satisfied customers will ensure that the business keep growing.
5
CUSTOMER ACCEPTANCE
The ultimate goal for every study is to answer key questions and provide up-to-date and reliable information to support the client’s strategic business planning.
Pricing strategies
The best way for a business to penetrate the market is if the customers accept the products and services that are being offered by the business. Here the business will set prices that are favorable to the customers. Not too high to push away consumers and not too low to avoid making losses.
6
DUNKIN’S STAFFING
Employ qualified employees
Employees who share the visions of the business
Clearly state roles of each employee
Services will not perform themselves. A business needs employees to attend to customers. A business needs qualified employees who relate easily to customers and work faster to meet the requests of customers. Good employees will the reason customers keep coming to buy from the business. If the area is full youths, the business needs youths who can easily understand the demands of customers.
7
ROLL OUT
Identify your niche and make sure the uniqueness of your product stands out.
Brand the product well in order to attract new customers as well.
Perform a SWOT analysis and monitor your products’ life cycle.
After all factors have been considered and observed, it is time to roll out the business. The best to win customers when the business becomes operational is to .
http://dexterpaglinawan.com | This is a preview of the upcoming book #1 of the SELLMORE series by Dexter Paglinawan. This book is going to be released for free. Now, it's time to enhance your marketing and advertising. For updates, please visit http://facebook.com/TheSecretLifeOfDex
Get All The Support And Guidance You Need To Be A Success At Weight Loss!"
This Book Is One Of The Most Valuable Resources In The World When It Comes To How To Maintain The Weight Loss From Your New Year’s Resolution.
I know that the new year is on, but the tips are still valid. Download now!
A ketogenic diet (also known as “nutritional ketosis”) is a high-fat, adequate-protein, low-carbohydrate diet. On a ketogenic diet, your brain uses ketones (a byproduct of your fat-burning metabolism) for fuel, instead of...
Have you ever caught your kid texting weird words or unknown abbreviations to friends?
If you asked what “PAW, BRB” was and got an explanation, “that was a typo,” chances are they’re fooling you.
As kids are pretty good at technologies, they are unlikely to make so many typos in two words. In a teen’s world, “PAW, BRB” means “Parents are watching, I’ll be right back.” So, if you see them sending strange abbreviations to someone else, be sure it is made on purpose.
To use Bitcoin, start by purchasing some Bitcoins online, through a trading exchange, or using a Bitcoin ATM. Then, get a digital wallet on your phone or computer, which is where you'll store your Bitcoins. Once you have some Bitcoins, you can make purchases with them, trade them for other cryptocurrencies, or hold onto them in hopes that their value will increase over time. If the value of your Bitcoins goes up, you can sell them to make a profit off your initial investment. To learn how to use different kinds of Bitcoin wallets, scroll down!
How to Catch Someone Who Is Cheating OnlinePaul Bossky
If you want to catch someone you suspect is cheating online, start by observing their behavior. Ask yourself if they seem distant or angry with you for no reason. If they do, ask them what is going on in a concerned, but not accusatory, way. For example, you could say "You've seemed really distant lately. Is everything okay?" Your partner may confess to cheating or explain why they have been upset. If this doesn't reveal anything, check their browsing history and texts to see if there is anything suspicious. To learn how to talk to approach your partner once you have confirmed they have cheated, keep reading.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
2. The smartest way to
create the ad you need.
The marketing platform that helps you
create and optimize ads in minutes so
you can focus on what really matters -
your business.
Start Your 7-Day FREE Trial! Click Here:
3. What is advertising?
Is it something to be regarded as a work of beauty or art? Is it clever
slogans or amusing prose? Is it workmanship to be judged for an
award or recognition?
It’s none of the above.
Advertising is salesmanship multiplied.
Nothing more.
And advertising copy, or copywriting, is salesmanship in print.
The purpose of a copywriter’s job is to sell. Period.
The selling is accomplished by persuasion with the written word,
much like a television commercial sells (if done properly) by
persuading with visuals and audio.
As Claude Hopkins wrote in his timeless classic, Scientific Advertising:
“To properly understand advertising or to learn even its rudiments one must
start with the right conception. Advertising is salesmanship. Its principles
are the principles of salesmanship. Successes and failures in both lines are
due to like causes. Thus every advertising question should be answered by
the salesman's standards.
“Let us emphasize that point. The only purpose of advertising is to make
sales. It is profitable or unprofitable according to its actual sales.
“It is not for general effect. It is not to keep your name before the people. It
is not primarily to aid your other salesmen. Treat it as a salesman. Force it
to justify itself. Compare it with other salesmen. Figure its cost and result.
Accept no excuses which good salesmen do not make. Then you will not go
far wrong.
4. “The difference is only in degree. Advertising is multiplied salesmanship. It
may appeal to thousands while the salesman talks to one. It involves a
corresponding cost. Some people spend $10 per word on an average
advertisement. Therefore every ad should be a super-salesman.
“A salesman's mistake may cost little. An advertiser’s mistake may cost a
thousand times that much. Be more cautious, more exacting, therefore. A
mediocre salesman may affect a small part of your trade. Mediocre
advertising affects all of your trade.”
These points are as true today as they were when they were written
nearly one hundred years ago!
So the goal then becomes: how can we make our advertising as
effective as possible.
The answer is to test. Test again. And then test some more.
If ad “A” receives a two percent response rate, and ad “B” receives
three percent, then we can deduce that ad “B” will continue to
outperform ad “A” on a larger scale.
Testing takes time, however, and can be expensive if not kept in
check. Therefore, it’s ideal to start with some proven tested known
ideas and work from there.
For example, if testing has shown for decades or more that targeted
advertising significantly outperforms untargeted advertising (and it
does), then we can start with that assumption and go from there.
If we know based on test results that crafting an ad that speaks
directly to an individual performs better than addressing the masses
(again, it does), then it makes little sense to start testing with the
assumption that it does not. This is common sense.
So it stands to reason that knowing some basic rules or techniques
about writing effective copy is in order. Test results will always trump
everything, but it’s better to have a starting point before you test.
5. So this starting point is the essence of this book.
The ten tips expressed here have been generally time-tested and
known to be effective.
But I can’t emphasize enough that when using these
techniques, you should always test them before rolling out a
large (and expensive) campaign.
Sometimes a little tweak here or there is all that is needed to
increase response rates dramatically.
And with that, let’s move onward…
Focus on Them, Not You
When a prospect reads your ad, letter, brochure, etc., the one thing
he will be wondering from the start is: “what’s in it for me?”
And if your copy doesn’t tell him, it’ll land in the trash faster than he
can read the headline or lead.
A lot of advertisers make this mistake. They focus on them as a
company. How long they’ve been in business, who their biggest
customers are, how they’ve spent ten years of research and millions
of dollars on developing this product, blah, blah.
Actually, those points are important. But they should be expressed in
a way that matters to your potential customer. Remember, once he’s
thrown it in the garbage, the sale is lost!
When writing your copy, it helps to think of it as writing a letter to an
old friend. In fact, I often picture a friend of mine who most closely
fits my prospect’s profile. What would I say to convince this friend to
try my product? How would I target my friend’s objections and
beliefs to help my cause?
6. When you’re writing to a friend, you’ll use the pronouns “I” and
“you.” When trying to convince your friend, you might say: “Look, I
know you think you’ve tried every widget out there. But you should
know that…”
And it goes beyond just writing in the second person. That is,
addressing your prospect as “you” within the copy. The fact of the
matter is there are many successful ads that weren’t written in the
second person. Some are written in the first person perspective,
where the writer uses “I.” Other times the third person is used, with
“she,” “he,” and “them.”
And even if you do write in the second person, it doesn’t necessarily
mean your copy is about them.
For example:
“As a real estate agent, you can take comfort in the fact that
I’ve sold over 10,000 homes and mastered the tricks of the
trade”
Although you’re writing in the second person, you’re really still
focusing on yourself.
So how can you focus on them? Glad you asked. One way is to…
Emphasize Benefits, Not Features
What are features? They are descriptions of what qualities a product
possesses.
The XYZ car delivers 55 miles per gallon in the city.
Our ladder’s frame is made from a lightweight durable steel
alloy.
Our glue is protected by a patent.
This database has a built-in data-mining system.
7. And what are benefits? They are what those features mean to your
prospects.
You’ll save money on gas and cut down on environmental
pollutants when you use our energy saving high-performance
hybrid car. Plus, you’ll feel the extra oomph when you’re
passing cars, courtesy of the efficient electric motor, which they
don’t have!
Lightweight durable steel-alloy frame means you’ll be able to
take it with you with ease, and use it in places most other
ladders can’t go, while still supporting up to 800 pounds. No
more backaches lugging around that heavy ladder. And it’ll last
for 150 years, so you’ll never need to buy another ladder again!
Patent-protected glue ensures you can use it on wood, plastic,
metal, ceramic, glass, and tile…without messy cleanup and
without ever having to re-glue it again—guaranteed!
You can instantly see the “big picture” hidden in your data, and
pull the most arcane statistics on demand. Watch your business
do a “180” in no time flat, when you instantly know why it’s
failing in the first place! It’s all done with our built-in data-
mining system that’s so easy to use, my twelve year-old son
used it successfully right out of the box.
I just made up those examples, but I think you understand my point.
By the way, did you notice in the list of features where I wrote “steel
alloy?” But in the benefits I wrote “steel-alloy” (with a hyphen). Not
sure off-hand which one is correct, but I know which one I’d use.
Here’s why: you are not writing to impress your English teacher or
win any awards. The only award you’re after is your copy beating the
control (control being the best-selling copy so far), so take some
liberty in grammar, punctuation, and sentence structure. You want it
to be read and acted upon, not read and admired!
But—back to benefits…
Start Your 7-Day FREE Trial! Click Here:
8. If you were selling an expensive watch, you wouldn’t tell your reader
that the face is 2 inches in diameter and the band is made of leather.
You show him how the extra-large face will tell him the time at a
glance. No sir! He won’t have to squint and look foolish to everyone
around him trying to read this magnificent timepiece. And how about
the way he’ll project success and charisma when he wears the
beautiful gold watch with its handcrafted custom leather band? How
his lover will find him irresistible when he’s all dressed up to go out,
wearing the watch. Or how the watch’s status and beauty will attract
the ladies.
Incidentally, did you notice how I brought up not squinting as a
benefit? Does that sound like a silly benefit? Not if you are selling to
affluent baby boomers suffering from degrading vision. They
probably hate it when someone they’re trying to impress sees them
squint in order to read something. It’s all part of their inner desire,
which you need to discover. And which even they may not know
about. That is, until you show them a better way.
The point is to address the benefits of the product, not its features.
And when you do that, you’re focusing on your reader and his
interests, his desires. The trick is to highlight those specific benefits
(and word them correctly) that push your reader’s emotional hot
buttons.
How do you do that? Read on!
Push Their Emotional Hot Buttons
This is where research really pays off. Because in order to push those
buttons, you need to first know what they are.
Listen to this story first, and I’ll tell you what I mean: Once upon a
time a young man walked into a Chevrolet dealer’s showroom to
check out a Chevy Camaro. He had the money, and he was ready to
make a buying decision. But he couldn’t decide if he wanted to buy
the Camaro or the Ford Mustang up the road at the Ford dealer.
9. A salesman approached him and soon discovered the man’s dilemma.
“Tell me what you like best about the Camaro,” said the salesman.
“It’s a fast car. I like it for its speed.”
After some more discussion, the salesman learned the man had just
started dating a cute college cheerleader. So what did the salesman
do?
Simple. He changed his pitch accordingly, to push the hot buttons he
knew would help advance the sale. He told the man about how
impressed his new girlfriend would be when he came home with this
car! He placed the mental image in the man’s mind of he and his
girlfriend cruising to the beach in the Camaro. How all of his friends
will be envious when they see him riding around with a beautiful girl
in a beautiful car.
And suddenly the man saw it. He got it. And the salesman recognized
this and piled it on even more. Before you know it, the man wrote a
nice fat check to the Chevy dealership, because he was sold!
The salesman found those hot buttons and pushed them like never
before until the man realized he wanted the Camaro more than he
wanted his money.
I know what you’re thinking…the man said he liked the car because it
was fast, didn’t he?
Yes, he did. But subconsciously, what he really desired was a car that
would impress his girlfriend, his friends, and in his mind make them
love him more! In his mind he equated speed with thrill. Not because
he wanted an endless supply of speeding tickets, but because he
thought that thrill would make him more attractive, more likeable.
10. Perhaps the man didn’t even realize this fact himself. But the
salesman sure did. And he knew which emotional hot buttons to
press to get the sale.
Now, where does the research pay off?
Well, a good salesman knows how to ask the kinds of questions that
will tell him which buttons to press on the fly. When you’re writing
copy, you don’t have that luxury. It’s therefore very important to
know upfront the wants, needs, and desires of your prospects for
that very reason. If you haven’t done your homework, your prospect
is going to decide that he’d rather keep his money than buy your
product. Remember, copywriting is salesmanship in print!
It’s been said many times: People don’t like to be sold.
But they do like to buy.
And they buy based on emotion first and foremost. Then they justify
their decision with logic, even after they are already sold emotionally.
So be sure to back up your emotional pitch with logic to nurture that
justification at the end.
And while we’re on the subject, let’s talk a moment about perceived
“hype” in a sales letter. A lot of more “conservative” advertisers have
decided that they don’t like hype, because they consider hype to be
old news, been-there-and-done-that, my customers won’t fall for
hype, it’s not believable anymore.
What they should realize is that hype itself does not sell well. Some
less experienced copywriters often try to compensate for their lack of
research or not fully understanding their target market or the product
itself by adding tons of adjectives and adverbs and exclamation
points and big bold type.
Whew! If you do your job right, it’s just not needed.
Start Your 7-Day FREE Trial! Click Here:
11. That’s not to say some adverbs or adjectives don’t have their
place…only if they’re used sparingly, and only if they advance the
sale.
But I think you’d agree that backing up your copy with proof and
believability will go a lot farther in convincing your prospects than
“power words” alone. I say power words, because there are certain
adverbs and adjectives that have been proven to make a difference
when they’re included. This by itself is not hype. But repeated too
often, they become less effective, and they take away (at least in
your prospect’s mind) from the proof.
Which brings us into our next tip…
Incorporating Proof and Believability
When your prospect reads your ad, you want to make sure he
believes any claims you make about your product or service. Because
if there’s any doubt in his mind, he won’t bite, no matter how sweet
the deal. In fact, the “too good to be true” mentality will virtually
guarantee a lost sale…even if it is all true.
So what can you do to increase the perception of believability?
Because after all, it’s the perception you need to address up front.
But of course you also must make sure your copy is accurate and
truthful.
Here are some tried and tested methods that will help:
If you’re dealing with existing customers who already know you
deliver as promised, emphasize that trust. Don’t leave it up to
them to figure it out. Make them stop, cock their heads, and
say, “Oh, yeah. The ABC Company has never done me wrong
before. I can trust them.”
Include testimonials of satisfied customers. Be sure to put full
names and locations, where possible. Remember, “A.S.” is a lot
12. less believable than “Andy Sherman, Voorhees, NJ.” If you can
also include a picture of the customer and/or a professional
title, that’s even better. It doesn’t matter that your testimonials
aren’t from somebody famous or that your prospect does not
know these people personally. If you have enough compelling
testimonials, and they’re believable, you’re much better off
than not including them at all.
Pepper your copy with facts and research findings to support
your claims. Be sure to credit all sources, even if the fact is
common knowledge, because a neutral source goes a long way
towards credibility.
For a direct mail letter or certain space ads where the copy is in
the form of a letter from a specific individual, including a
picture of that person helps. But unlike “traditional” real estate
letters and other similar ads, I’d put the picture at the end near
your signature, or midway through the copy, rather than at the
top where it will detract from your headline. And…if your sales
letter is from a specific individual, be sure to include his
credentials to establish him as an expert in his field (relating to
your product or service, of course).
If applicable, cite any awards or third-party reviews the product
or service has received.
If you’ve sold a lot of widgets, tell them. It’s the old “10 million
people can’t be wrong” adage (they can be, but your prospect
will likely take your side on the matter).
Include a GREAT return policy and stand by it! This is just good
business policy. Many times, offering a double refund
guarantee for certain products will result in higher profits. Yes,
you’ll dish out more refunds, but if you sell three times as many
widgets as before, and only have to refund twice as much as
before, it may be worth it, depending on your offer and return
on investment. Crunch the numbers and see what makes
sense. More importantly, test! Make them think, “Gee, they
13. wouldn’t be so generous with returns if they didn’t stand
behind their product!”
If you can swing it, adding a celebrity endorsement will always
help to establish credibility. Heck, if ‘ol honest Abe Lincoln
recommended your product and backs up your claims, it must
be true! Ok, you get the idea, though.
When it makes sense, use 3rd
party testimonials. What are 3rd
party testimonials? Here’s some examples from some Web site
copy I wrote when there weren’t many customer testimonials
available yet:
“Spyware, without question, is on an exponential
rise over the last six months.”
- Alfred Huger, Senior Director of Engineering,
Symantec Security Response (maker of Norton
security software)
“Simply clicking on a banner ad can install
spyware.”
- Dave Methvin, Chief Technology Officer, PC Pitstop
A deployment method is to “trick users into
consenting to a software download they think they
absolutely need”
- Paul Bryan, Director, Security And Technology Unit,
Microsoft
Do you see what I did?
I took quotes from experts in their respective fields and turned
them to my side. But…be sure to get their consent or
permission from the copyright holder if there’s ever any
question about copyrighted materials as your source.
Note that I also pushed an emotional hot button: fear.
14. It’s been proven that people will generally do more to avoid
pain than to obtain pleasure. So why not use that tidbit of info
to your advantage?
Reveal a flaw about your product. This helps alleviate the “too
good to be true” syndrome. You reveal a flaw that isn’t really a
flaw. Or reveal a flaw that is minor, just to show that you’re
being “up front” about your product’s shortcomings.
Example:
“You’re probably thinking right now that this tennis racket is a
miracle worker—and it is. But I must tell you that it has one
little…shortcoming.
My racket takes about 2 weeks to get used to. In fact, when you first
start using it, your game will actually get worse. But if you can just
ride it out, you’ll see a tremendous improvement in your volleys, net
play, serves, …” And so on.
There’s a tendency to think, with all of the ads that we are
bombarded with today that every advertiser is always putting
his best foot forward, so to speak. And I think that line of
reasoning is accurate, to a point.
But isn’t it refreshing when someone stands out from the crowd
and is honest? In other words, your reader will start to
subconsciously believe that you are revealing all of the flaws,
even though your best foot still stands forward.
Use “lift notes.” These are a brief note or letter from a person
of authority. Not necessary a celebrity, although that can add
credibility, too. A person of authority is someone well
recognized in their field (which is related to your product) that
they are qualified to talk about. Lift notes may be distributed as
inserts, a separate page altogether, or even as part of the copy
Start Your 7-Day FREE Trial! Click Here:
15. itself. As always, test!
If you are limiting the offer with a deadline “order by” date, be
sure the deadline is real and does not change. Deadline dates
that change every day are sure to reduce credibility. The
prospect will suspect, “if his deadline date keeps changing, he’s
not telling the truth about it…I wonder what else he’s not
telling the truth about.”
Avoid baseless “hype.” I discussed that in my previous tip.
Enough said.
The Unique Selling Proposition (USP)
Also known as the unique selling position, the USP is often one of the
most oft-misunderstood elements of a good sales letter. It’s what
separates your product or service from your competitors. Let’s take a
quick look at some unique selling propositions for a product itself:
Lowest Price – If you’ve got the corner marketed on budget
prices, flaunt it. Walmart has made this USP famous lately, but
it’s not new to them. In fact, selling for cheaper has been
around as long as capitalism itself. Personally, I’m not crazy
about price wars, because someone can always come along
and sell for cheaper. Then it’s time for a new strategy…
Superior Quality – If it outperforms your competitor’s product
or is made with higher quality materials, it’s a good bet that
you could use this fact to your advantage. For example,
compare Breyers Ice Cream to their competitor’s. From the
packaging to the wholesome superior ingredients, the quality is
evident. It may cost a little more than their competitor’s ice
cream, but for their market, it sells.
Superior Service – If you offer superior service over your
competitor’s, people will buy from you instead. This is
16. especially true with certain markets that are all about service:
long-distance, Internet service providers, cable television, etc.
Exclusive Rights – My favorite! If you can legitimately claim
that your product is protected by a patent or copyright,
licensing agreement, etc., then you have a winner for exclusive
rights. If you have a patent, even the President of the U.S.
must buy it from you.
Ok, what if your product or service is no different than your
competitor’s? I would disagree, because there are always differences.
The trick is to turn them into a positive advantage for you. You want
to put your “best foot forward.” So what can we do in this scenario?
One way is to present something that your company has devised
internally that no other company does. Look, there’s a reason why
computer store “A” offers to beat their competitor’s price for the
same product by X%. If you look closely, the two packages are never
exactly the same. Company “B” offers a free scanner, while company
“A” offers a free printer. Or some other difference. They are
comparing apples to oranges. So unless you find a company with the
exact same package (you won’t…they’ve seen to that), you won’t be
able to cash in.
But what if you truly have the same widget for sale as the guy up the
road?
Unless your prospect knows the inner workings of both your and your
competitor’s product, including the manufacturing process, customer
service, and everything in-between, then you have a little potential
creative licensing here. But you must be truthful.
For example, if I tell my readers that my product is bathed in steam
to ensure purity and cleanliness (like the cans and bottles in most
beer manufacturing processes), it doesn’t matter that Joe’s Beer up
the road does the same thing. That fact that Joe doesn’t advertise
this fact makes it a USP in your prospect’s eyes.
17. Want some more USP examples?
We are the only car repair shop that will buy your car if you are
not 100 percent satisfied with our work.
Delivered in 30 minutes or it’s on us!
No other furniture company will pay for your shipping.
Our recipe is so secret, only three people in the world know it!
As with most ways to boost copy response, research is the key with
your USP. Sometimes your USP is obvious, for example if you have a
patent. Other times you must do a little legwork to discover it (or
shape it to your target market).
Here’s where a little persistence and in-person selling really pays off.
Let me give you an example to illustrate what I mean:
Suppose your company sells beanbag chairs for kids. So you, being
the wise marketer that you are, decide to sell these beanbags in
person to prospects before writing your copy. After completing
twenty different pitches for your product, you discover that 75
percent of those you visited asked if the chair would eventually leak.
Since the chairs are for kids, it’s only logical that parents would be
concerned about their youngster jumping on it, rolling on it, and
doing all things possible to break the seam and “spill the beans.”
So when you write your copy, you make sure you address that issue:
“You can rest assure that our super-strong beanbag chairs are triple-
stitched for guaranteed leak-proof performance. No other company
will make this guarantee about their beanbag chairs!”
The Headline
18. If you’re going to make a single change to boost your response rate
the most, focus on your headline (you do have one, don’t you?).
Why? Because five times as many people read your headline than
your copy. Quite simply, a headline is…an ad for your ad. People
won’t stop their busy lives to read your copy unless you give them a
good reason to do so. So a good headline promises some news and a
benefit.
Perhaps you’re thinking, “What’s this about news, you say?”
Think about the last time you browsed through your local newspaper.
You checked out the articles, one by one, and occasionally an ad may
have caught your eye. Which ads were the ones most likely to catch
your eye?
The ones that looked like an article, of course.
The ones with the headline that promised news.
The ones with fonts and type that closely resembled the fonts and
type used in articles.
The ones that were placed where articles were placed (as opposed to
being placed on a full page of ads, for example).
And the ones with the most compelling headlines that convinced you
it’s worth a few minutes to read the copy.
The headline is that powerful and that important.
I’ve seen many ads over the years that didn’t even have a headline.
And that’s just silly. It’s the equivalent of flushing good money spent
on advertising right down the toilet.
Why? Because your response can increase dramatically by not only
adding a headline, but by making that headline almost impossible to
resist for your target market.
Start Your 7-Day FREE Trial! Click Here:
19. And those last three words are important. Your target market.
For example, take a look at the following headline:
Announcing…New High-Tech Gloves Protect
Wearer Against Hazardous Waste
News, and a benefit.
Will that headline appeal to everyone?
No, and you don’t care about everyone.
But for someone who handles hazardous waste, they would sure
appreciate knowing about this little gem.
That’s your target market, and it’s your job to get them to read your
ad. Your headline is the way you do that.
Ok, now where do you find great headlines?
You look at other successful ads (especially direct response) that
have stood the test of time. You look for ads that run regularly in
magazines and other publications. How do you know they’re good?
Because if they didn’t do their job, the advertiser wouldn’t keep
running them again and again.
You get on the mailing lists of the big direct response companies like
Agora and Boardroom and save their direct mail packages.
You read the National Enquirer.
Huh? You heard that correctly.
The National Enquirer has some of the best headlines in the
business.
20. Pick up a recent issue and you’ll see what I mean. Ok, now how
could you adapt some of those headlines to your own product or
service?
Your headline should create a sense of urgency. It should be as
specific as possible (i.e. say $1,007,274.23 instead of “a million
dollars”).
The headline appearance is also very important. Make sure the type
used is bold and large, and different from the type used in the copy.
Generally, longer headlines tend to out pull shorter ones, even when
targeting more “conservative” prospects.
Some other sites online where you can get great headlines (from
master copywriter John Carlton, no less) are:
http://www.trsdirect.com/
http://www.ohpdirect.com/product.php
On each page, click on the individual products in order to view the
ads and headlines.
It should go without saying that when you use other successful
headlines, you adapt them to your own product or service. Never
copy a headline (or any other written copyrighted piece of work for
that matter) word for word. Copywriters and ad agencies are
notoriously famous for suing for plagiarism. And rightfully so.
The More You Tell, The More You Sell
The debate on using long copy versus short copy never seems to
end. Usually it is a newcomer to copywriting who seems to think that
Start Your 7-Day FREE Trial! Click Here:
21. long copy is boring and, well…long. “I would never read that much
copy,” they say.
The fact of the matter is that all things being equal, long copy will
outperform short copy every time. And when I say long copy, I don’t
mean long and boring, or long and untargeted.
The person who says he would never read all that copy is making a
big mistaking in copywriting: he is going with his gut reaction instead
of relying on test results. He is thinking that he himself is the
prospect. He’s not. We’re never our own prospects.
There have been many studies and split tests conducted on the long
copy versus short copy debate. And the clear winner is always long
copy. But that’s targeted relevant long copy as opposed to
untargeted boring long copy.
Some significant research has found that readership tends to fall off
dramatically at around 300 words, but does not drop off again until
around 3,000 words.
If I’m selling an expensive set of golf clubs and send my long copy to
a person who’s plays golf occasionally, or always wanted to try golf, I
am sending my sales pitch to the wrong prospect. It is not targeted
effectively. And so if a person who receives my long copy doesn’t
read past the 300th
word, they weren’t qualified for my offer in the
first place.
It wouldn’t have mattered whether they read up to the 100th
word or
10,000th
word. They still wouldn’t have made a purchase.
However, if I sent my long copy to an avid die-hard golfer, who just
recently purchased other expensive golf products through the mail,
painting an irresistible offer, telling him how my clubs will knock 10
strokes off his game, he’ll likely read every word. And if I’ve targeted
my message correctly, he will buy.
22. Remember, if your prospect is 3000 miles away, it’s not easy for him
to ask you a question. You must anticipate and answer all of his
questions and overcome all objections in your copy if you are to be
successful.
And make sure you don’t throw everything you can think of under
the sun in there. You only need to include as much information as
you need to make the sale…and not one word more.
If it takes a 10-page sales letter, so be it. If it takes a 16-page
magalog, fine. But if the 10-page sales letter tests better than the
16-page magalog, then by all means go with the winner.
Does that mean every prospect must read every word of your copy
before he will order your product? Of course not.
Some will read every word and then go back and reread it again.
Some will read the headline and lead, then skim much of the body
and land on the close. Some will scan the entire body, then go back
and read it. All of those prospects may end up purchasing the offer,
but they also all may have different styles of reading and skimming.
Which brings us to the next tip…
Write To Be Scanned
Your layout is very important in a sales letter, because you want your
letter to look inviting, refreshing to the eyes. In short, you want your
prospect to stop what he’s doing and read your letter.
If he sees a letter with tiny margins, no indentations, no breaks in
the text, no white space, and no subheads…if he sees a page of
nothing but densely-packed words, do you think he’ll be tempted to
read it?
Not likely.
23. If you do have ample white space and generous margins, short
sentences, short paragraphs, subheads, and an italicized or
underlined word here and there for emphasis, it will certainly look
more inviting to read.
When reading your letter, some prospects will start at the beginning
and read word for word. Some will read the headline and maybe the
lead, then read the “P.S.” at the end of the letter and see who the
letter is from, then start from the beginning.
And some folks will scan through your letter, noticing the various
subheads strategically positioned by you throughout your letter, then
decide if it’s worth their time to read the entire thing. Some may
never read the entire letter, but order anyways.
You must write for all of them. Interesting and compelling long copy
for the studious reader, and short paragraphs and sentences, white
space, and subheads for the skimmer.
Subheads are the smaller headlines sprinkled throughout your copy.
Like this.
When coming up with your headline, some of the headlines that
didn’t make the cut can make great subheads. A good subhead
forces your prospect to keep reading, threading him along from start
to finish throughout your copy, while also providing the glue
necessary to keep skimmers skimming.
Start Your 7-Day FREE Trial! Click Here:
24. The Structure of AIDAS
There’s a well-known structure in successful sales letters, described
by the acronym AIDA.
AIDA stands for:
Attention
Interest
Desire
Action
First, you capture your prospect’s attention. This is done with your
headline and lead. If your ad fails to capture your prospect’s
attention, it fails completely. Your prospect doesn’t read your stellar
copy, and doesn’t order your product or service.
Then you want to build a strong interest in your prospect. You want
him to keep reading, because if he reads, he just might buy.
Next, you channel a desire. Having a targeted market for this is key,
because you’re not trying to create a desire where one did not
already exist. You want to capitalize on an existing desire, which your
prospect may or may not know he already has. And you want your
prospect to experience that desire for your product or service.
Finally, you present a call to action. You want him to pick up the
telephone, return the reply card, attend the sales presentation, order
your product, whatever. You need to ask for the sale (or response, if
that’s the goal). You don’t want to beat around the bush at this point.
If your letter and AIDA structure is sound and persuasive, here’s
where you present the terms of your offer and urge the prospect to
act now.
25. A lot has been written about the AIDA copywriting formula. I’d like to
add one more letter to the acronym: S for Satisfy.
In the end, after the sale is made, you want to satisfy your prospect,
who is now a customer. You want to deliver exactly what you
promised (or even more), by the date you promised, in the manner
you promised. In short, you want to give him every reason in the
world to trust you the next time you sell him a back-end offer. And of
course you’d rather he doesn’t return the product (although if he
does, you also execute your return policy as promised).
Either way, you want your customers to be satisfied. It will make you
a lot more money in the long run.
Use Takeaway Selling to Increase the Urgency
When you limit the supply of a product or service in some way (i.e.
takeaway selling), basic economics dictates that the demand will rise.
In other words, people will generally respond better to an offer if
they believe the offer is about to become unavailable or restricted in
some way.
And of course, the opposite is also true. If a prospect knows your
product will be around whenever he needs it, there’s no need for him
to act now. And when your ad is put aside by the prospect, the
chance of closing the sale diminishes greatly.
It’s your job, therefore, to get your prospect to buy, and buy now.
Using scarcity to sell is a great way to accomplish that.
There are basically three types of takeaways:
Limiting the quantity
Limiting the time
Limiting the offer
26. In the first method, limiting the quantity, you are presenting a fixed
number of widgets available for sale. After they’re gone, that’s it.
Some good ways to limit the quantity include:
only so many units made or obtained
selling off old stock to make room for new
limited number of cosmetically-defected items, or a fire sale
only a limited number being sold so as not to saturate the
market
etc.
In the second method, limiting the time, a deadline is added to the
offer. It should be a realistic deadline, not one that changes all the
time (especially on a website, where the deadline date always seems
to be that very day at midnight…when you return the next day, the
deadline date has mysteriously changed again to the new day).
Deadlines that change decrease your credibility.
This approach works well when the offer or the price will change, or
the product/service will become unavailable, after the deadline.
The third method, limiting the offer, is accomplished by limiting other
parts of the offer, such as the guarantee, bonuses or premiums, the
price, and so on.
When using takeaway selling, you must be sure to follow-through
with your restrictions. If you say you only have 500 widgets to sell,
then don’t sell 501. If you say your offer will expire at the end of the
month, make sure it does. Otherwise your credibility will take a hit.
Prospects will remember the next time another offer from you makes
its way into their hands.
Another important thing you should do is explain the reason why the
offer is being restricted. Don’t just say the price will be going up in
three weeks, but decline to tell them why.
27. Here are some examples of good takeaway selling:
“Unfortunately, I can only handle so many clients. Once my plate is
full, I will be unable to accept any new business. So if you’re serious
about strengthening your investment strategies and creating more
wealth than ever before, you should contact me ASAP.”
“Remember…you must act by [date] at midnight in order to get my 2
bonuses. These bonuses have been provided by [third-party
company], and we have no control over their availability after that
time.”
“We’ve obtained only 750 of these premiums from our vendor. Once
they are gone, we won’t be able to get any more until next year. And
even then we can’t guarantee the price will remain the same. In fact,
because of the increasing demand, it’s very likely the price could
double or triple by then!”
Remember when I said earlier that people buy based on emotions,
then back up their decision to buy with logic? Well, by using
takeaway selling, that restriction becomes part of that logic to buy
and buy now.
28. Conclusion
Great copy is made, not born. It is derived from proven test results
designed to do one thing and do it well: sell.
Effective advertising doesn't always use "grammatically correct"
English. It uses short sentences, fragments. Like this.
It convinces you to buy, and buy now. Period.
It talks about benefits, not features. It sells on emotion and
reinforces the decision to buy with logic.
It paints a compelling picture and irresistible offer that forces your
prospect to act and act now! And if it doesn't, then you drop that ad
like a hot potato and go with one that does.
Effective persuasion is like your top salesperson--the one who
continues to break all your sales records year after year--on the job
24 x 7, multiplied by thousands or millions! Just imagine if that
salesperson, the one with proven results, could be multiplied as much
as you wanted.
Now that would be effective (and cost-efficient) marketing!
Start Your 7-Day FREE Trial! Click Here:
The Smartest Way to Create The Ad You Need